The many faces of Search Engine Optimisation (SEO).
Author Natalie Weaving
Search Engine Optimisation (SEO) is multifaceted.
From the words on a page to the mobile friendliness and design, to the way other sites link to you on the web Search engine optimisation touches every part of your digital marketing activities.
Fundamentally, SEO is simply a way of making your site structured and read in a way that search engines and your users will understand. It’s also about making your website mobile friendly, fast, give value through compelling content, and ensuring it’s engaged with as much as possible.
SEO is for life, not just for launch day
If your website isn’t delivering the results you expect, the first thing to do is stop seeing it as a static entity. If you want to remain competitive and keep the customers coming, your website has to evolve with your business. This goes for search engine optimisation too.
Think of your website as the focal point of your marketing. Almost like a portal. From here you can advertise new products, services or news, communicate the benefits of buying from or working with you. Use your website to position yourself as an expert in your field while enriching it with keywords through regular and original CONTENT.
As your site evolves so too does your SEO requirement. Every time you add content you are waving a flag to Google to come and take another look, re-ranking your site and potentially improving your Google position.
If content is king, the strategy is his steed
Just like the trusty steed carrying his king across the battlefield to victory, a successful content marketing campaign needs a robust long-term strategy driving it forward. The creation of original information can be used to attract and retain customers.
Content for your website comes in many forms:
- case studies,
- video and photography,
- white papers and more
All of which should be created using intelligence surrounding consumer search behaviour. This activity will help your website to be easily found and encourage users, and Google, to come back and take a look.
So, before taking to WORD to type up your memoirs for the world to read, take a look at our recent blog ‘Create the ‘right’ content for your brand’ as well as our Blogging for Business series to ensure you engage and inspire your audience.
Think about the user….and mobiles!
Mobile device users are fast becoming the largest web browsers. From our previous blog on responsive websites, and subsequent blog on mobile-first you will know that this is now a major ranking factor for all websites. If your site is not responsive and have sub 3 second page speed, then it is time to look at the content on it and your hosting provider.
Give them what they want
Regardless of device, website users are commonly grouped into one of three categories when searching via Google:
Information gathering for a potential future purchase. The user puts a broad topic into their search e.g. ‘Devon’ or ‘Website design.’
The user searches your site specifically e.g. ‘The Typeface Group.’ and are coming back to research more information about your service or product.
A warmer prospect – looking to convert. They may search ‘SEO company, Hampshire’. These are the users that are most likely to click on sponsored AdWords listings and inquire about your services.
When building your content strategy, the idea is to create content that satisfies the needs of your visitors with a view to converting them into transactional users i.e. someone who is willing to buy/sign up.
Put simply; this can be influenced by:
- Making best use of your consumer intelligence – keyword analysis and search behaviour
- UX (user experience)
- Unique optimised content
- Sharing (and sharing some more), having a responsive website…basically your SEO!
Brain thoroughly pickled yet?
To clarify, search engine optimisation is not just a one-off/one-size-fits-all/out of a box service. It touches every aspect of your digital marketing using intelligence about your business and users. Therefore needs to be a consideration for any marketing activity.
LOOKING TO GET HELP WITH YOUR WEBSITES SEO PERFORMANCE?
Get in touch with one of our friendly team that will happily talk through our SEO services. And, in the meantime, we recommend taking a look at our SEO blog, which is full of insight and guidance.
Here at TFG, we have many ways to tick SEO considerations off of your website to-do list before hitting publish. Click to read more.
If you want to get ahead in business, know your business story and own it. Storytelling is no new concept. Click to find out more.
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